Onsite SEO Tip #16 – Internal Linking for Law Firm Websites


One of the most crucial ways for your law firm to increase its rankings in the search engines is by internal linking ininternal links the content of posts and pages.

There are numerous reasons why internal linking is important, but here are a few:

• Internal links pass “link juice” to other pages of your website.
• Internal links allow users to navigate easily around your website.
• Also, internal links improve time on site and bounce rate numbers.

5 Internal Linking Tips for Lawyers

1. Vary your anchor text as frequently as possible. If you are attempting to rank for “Chicago personal injury lawyer,” do not always use anchor-text for that phrase. After you have identified your main keywords, choose keyword variations that are slightly different than your main phrase like “personal injury attorney in Chicago” or “Chicago injury lawyers”. By such variation, you can avoid over-optimization link penalties from panda/penguin algorithms.

2. Avoid site-wide linking in the footer or sidebar. This is the easiest form of link manipulation to track since all of your internal links will be using the same anchor text.

3. Make sure your internal links are dofollow links. The nofollow attribute does not pass link juice.

4. Whenever you create a new piece of content, think about creating a great navigational architecture. If you are writing about family law, then it may be beneficial to link to a child custody or divorce page. Think of old posts as leverage for new content creation. They are aged backlinks that may be receiving traffic to help promote new content.

5. Check for broken internal & external links. Just as functional internal links may help your SEO, broken links do the exact opposite. They may harm your SEO, so it is important to check your internal linking with a free plugin like Broken Link Checker.

Internal Linking and Website Ranking Recovery

Finally, internal linking may actually be a way to recover your site that has been previously penalized. Google may penalize sites with a high average bounce rate. A bounce rate is simply when a visitor lands on your website and immediately navigates to another website. Internal links help to improve the bounce rate by having a navigational flow to other important pages on your site. If you have been hit with a Google penalty, take a look at your Google Analytics and determine which pages have high bounce rates and improve them with better internal linking.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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